competitor analysis understanding how a page got b with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the second 
lesson in the advanced fundamentals of link
[0:04] building module.
[0:05] In this lesson, we're going to talk about how
to research a page's backlinks to understand
[0:10] how they were built or earned.
[0:12] And this is a super important skill to have
because if you understand how a page got
[0:17] its links, then you'll have direction in
terms of how to replicate that link profile.
[0:21] And of course, we'll go through
some examples in this lesson.
[0:25] Alright, so the first thing we need to do
is find a competing page to analyze.
[0:29] Now, if your page is targeting a topic with
the intent to rank, a good place to start
[0:33] finding competitors are the top 10
ranking pages for your target query.
[0:38] Afterall, backlinks are likely a reason for
their high ranking position, especially if
[0:43] it's a competitive non-local,
non-freshness-dependent query.
[0:47] For example, at Ahrefs, we obviously want
to rank high for queries like "link building"
[0:52] because our tools are essential for this process.
[0:55] Now, if we look at the SERP overview table in
Keywords Explorer for that query, you'll see
[0:59] that similar guides from Moz and Backlinko have
a lot more referring domains than us, which is likely
[1:05] the primary reason they rank ahead of our page.
[1:08] So these are two link profiles I'd
definitely want to check out.
[1:11] Now, to see the backlink profiles, just click
on the number in the backlinks column
[1:15] and you'll be able to see the pages 
that link to these competing guides.
[1:19] We'll circle back to this in a bit because you
won't always be building links to pages
[1:23] that target a keyword.
[1:25] For example, topics for linkable assets
often have no search volume, but they
[1:30] have the potential to earn massive
amounts of links because of their appeal.
[1:34] And then SEOs will add internal links from
these pages to more commercial pages,
[1:39] passing PageRank.
[1:41] Now, if you're working on a linkable asset,
chances are you fall into 1 of 2 categories.
[1:45] Category 1: you were inspired from another
page that's generated a ton of links and you
[1:51] want to create a similar page.
[1:52] If that's the case, then you already know
the URL of your competing page.
[1:57] So just throw it into a competitor analysis tool
like Site Explorer, hit the Backlinks report and
[2:02] you're in the same place as we
were for our previous example.
[2:06] Now, if you're in category 2, you know you want
to create a linkable asset, but you don't know
[2:11] the exact angle you'll be going with.
[2:13] If this is the case, then you can use
a tool like Ahrefs' Content Explorer
[2:17] where you can search through billions
of pages and get SEO metrics on them.
[2:21] For example, if you have a personal finance
site, you can start with a broad search like
[2:26] "personal finance."
[2:28] Next, I'll set a referring domains filter to narrow in
on pages that have at least 100 referring domains.
[2:34] And to filter out a lot of low-quality
results, I'll exclude subdomains.
[2:39] As a final measure, I'll actually set a page
traffic filter to only show pages that have
[2:44] a maximum value of 1,000 organic visits.
[2:48] Meaning, we don't want to see pages that get
a ton of search traffic because these are likely
[2:53] ones that you've discovered through keyword
research and would fall into the first example
[2:58] of pages with the intent to rank
for a popular query.
[3:02] Now, from here, you just need to skim through the
results and look for topics that might inspire you.
[3:07] And I know that "finding inspiration" sounds
kind of cliché, but this is where your expertise
[3:12] and creativity will guide you to your idea.
[3:15] For example, this page from Opensecrets.org
has collected over 800 referring domains.
[3:21] And as you can see from the description,
it's a page about the personal finances
[3:25] and net worth of members of Congress.
[3:27] And if we actually click through to that page,
you'll see that it's basically just a curation of
[3:32] congress members and their estimated wealth.
[3:35] Now, I won't dig too deep into this, but I will
make a couple of points to support why this
[3:40] could be a good competing page to analyze.
[3:42] #1. We already know they have
tons of referring domains.
[3:46] #2. Their data is around four years old as
the article was published in October 2017
[3:52] and doesn't appear to have been updated.
[3:55] And #3. US politics and especially wealth
inequality, have become more prominent
[4:00] topics since the money printers went crazy in 2020.
[4:04] Alright, so now that we have a potential
competing page to analyze, I'll click on
[4:08] the caret and then go to the Backlinks
report to get to where we need to be.
[4:12] Ok, so we've found two backlink 
profiles to analyze.
[4:15] Let's look at one of the competing 
guides on link building first.
[4:19] Now remember, our objective is to understand 
how these targets got their backlinks to see if
[4:23] we can replicate similar links.
[4:26] And in order to do that, you first need to
understand the context of those links.
[4:30] Meaning, what are these referring pages talking
about and why do they need to link to this target?
[4:36] So the first place you'll want to look in this
report is the anchors and target URL column.
[4:41] Now, as you can see, this page has thousands
of links which will be tough to filter through.
[4:47] So with big link profiles, I actually prefer
to start at the Anchors report because it
[4:51] summarizes the backlink profile nicely.
[4:54] So what I'm looking for are specific points that
are frequently mentioned because this is usually
[4:59] a sign of a ‘linkable point.'
[5:01] In other words, if lots of referring domains
are linking to the guide with the same anchor,
[5:07] then that point likely resonated
with readers and the linkerati.
[5:11] So these are the things that I'd
look to replicate in our content.
[5:14] Now, looking at this Anchors report, I'd generally 
ignore things like the title of the post, naked URLs,
[5:20] and branded anchors because these
are less likely to be replicable.
[5:24] So for this page, something that stands out
is "The Most Creative Link Building Post Ever,"
[5:30] and seeing as it's title cased, it likely means that
there was a redirect that happened at some point
[5:35] when the article had a different title
because that's not the title today.
[5:40] And if we click to see the links to the target,
you'll see that it was indeed from a redirect
[5:44] from the acquisition of Point Blank SEO.
[5:47] Now, that page is responsible
for over 130 referring domains.
[5:50] Meaning, the 130 websites that are linking
to this guide through a redirect are likely
[5:56] irrelevant today.
[5:57] So there's an opportunity for an outreach
angle and prospects to back it.
[6:01] Now, if we continue scrolling through the anchors, 
you'll see this one that says "Download ebook."
[6:07] And if we look at the links to the target,
it is indeed going to the original guide.
[6:12] But if you look at the actual page itself, there's no
mention of an ebook or to download anything.
[6:18] So these are also irrelevant links and we
could technically package up our post in
[6:22] a downloadable ebook pretty easily.
[6:25] Let's dig deeper.
[6:26] If I click on that anchor, it'll open the
backlinks report with some filters set.
[6:30] And you'll see that there are only a few decent
sites within this small list of prospects.
[6:35] So you might conclude that it's not worth
turning our guide into an ebook for a maximum
[6:40] of 3 links, right?
[6:42] Not necessarily.
[6:43] A commonality among these pages is that
they're all list posts on free SEO ebooks.
[6:49] So as a link builder, you need to follow the rabbit
hole to see if there's a bigger opportunity here.
[6:55] So I'll go to Ahrefs' Content Explorer and
search for "seo ebook" in the search box
[7:01] and I'll set the mode to a title search.
[7:03] Now, seeing as we won't want to pitch 
the same website multiple times,
[7:07] I'll set the One page per domain filter.
[7:10] From here, I'll set a couple metric filters like
a minimum DR of 20 and a minimum website
[7:15] traffic of 1,000.
[7:17] And now we're left with over 300 link
prospects to filter through.
[7:21] Not bad.
[7:22] But if we wanted to expand this list, all
we need to do is change the word "seo"
[7:27] to something like "marketing."
[7:29] And now you have nearly 1500 more prospects.
[7:33] So is it worth creating a link building ebook?
[7:35] It's probably worth a shot.
[7:37] And we'll build onto this example
throughout the course.
[7:40] Alright, now let's look at the second
example which was a link-baity post
[7:43] on the wealth of congress members.
[7:46] To jog your memory, the data from the post is from
2017 to 2018, meaning, it's pretty outdated today.
[7:53] So if we were to create a similar page, we'd
want to create something with up to date data.
[7:58] Now, because we know that content and links
are inseparable as I had shared in the previous
[8:02] lesson, we need to figure out which parts of
the content are attributable to the backlinks.
[8:07] So we're going to be looking
for linkable points.
[8:10] Because this page has a ton of links pointing
to it, I'm going to go to the anchors report as
[8:15] a starting point.
[8:16] And again, I'll ignore things like naked URLs
and branded anchors as it's generally tough
[8:21] to replicate these unless it's on listicles like
"best [product type]" i.e. "best SEO tools."
[8:28] Now, if we look at the first anchor,
you'll see that it has something to
[8:31] do with financial disclosure forms.
[8:34] And if we look at the actual links, you'll
see that probably all of them are from
[8:38] content syndications, seeing as the date of
publishing is pretty much the same for all links.
[8:43] Plus the anchors and surrounding texts are identical.
[8:47] So we need to ask ourselves, based on
this point, can we replicate these links?
[8:52] Well, in order to do that, you'd need a big news
publication to write a story and link to your page.
[8:59] Then other publications would need to syndicate
that content – and no guarantees there.
[9:04] You'd basically need to carefully plan
and execute a successful PR campaign.
[9:08] So in my opinion, it's not easily replicable.
[9:12] But as you continue to scroll through the
report, one interesting thing that stands
[9:16] out for me are a lot of links that
include a dollar figure amount:
[9:20] "five members worth $100 million or
more," "$79 million," "$148.4 million,"
[9:28] and "$251 million" to name a few.
[9:31] So, I'll go to the backlink report and I'll
enter the dollar sign in the search box.
[9:36] Then, I'll set the filter to search in
the anchors with surrounding text.
[9:40] And now we have a list of
around 50 link prospects.
[9:43] Let's dig a bit deeper.
[9:45] The first backlink is anchored
on US Rep Darrell Issa.
[9:49] But his name isn't on the page.
[9:51] The same goes for this one on Scott Peters.
[9:54] Now, if you continue to dig through the reasons for
these links, you'll find that a bunch of the people
[9:58] mentioned are actually not on the page.
[10:01] And for those that are, their net worth has
likely changed over the past few years.
[10:06] So with these things in mind, if I were to
create a post on this topic,  I'd probably
[10:10] include wealth estimations on both
current and past members of congress.
[10:15] I'd dig up as many financial disclosure forms as
I could find on each person and link them up.
[10:20] And design and UX would probably be a top
priority to make this information searchable
[10:26] and easy to digest.
[10:28] Now would this work to generate a ton of links?
[10:31] No one really knows.
[10:32] And that's the thing about link building.
[10:34] We need to make informed decisions based on a
blend of data, creativity and some common sense.
[10:41] And by ensuring that your content supports
both your link outreach pitches and the reason
[10:45] why people link to a page, you'll increase your
chances of having more successful campaigns.
[10:51] And we'll wrap things up here because in
the next module, we're going to be talking
[10:55] about link prospecting and how
you can do it efficiently for scale.
[10:59] And no, I'm not talking about spamming random people.
[11:02] I'll see you in the next module.

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